The Greek hotel group Grecotel is set to boost its presence in the UK market with a series of regional events and familiarization (fam) trips for travel agents throughout 2024. Partnering with TTG Luxury, Grecotel will host exclusive events, including a lunch in Bath on 20 June targeting agents in the southwest and a Yorkshire event in October.
April Hutchinson, editor of TTG Luxury, expressed excitement about the partnership, noting that previous events have already positively impacted bookings and partnerships.
“We are delighted to partner with Grecotel on these events which prove how keen they are to ensure their trade relationships grow stronger and stronger.”
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Grecotel plans to host over 200 agents this year, with nearly 30 agents recently attending the Carrier Retreat at the Grecotel Corfu Imperial resort. Konstantinos Sinis, Grecotel’s director of sales for the UK and luxury markets, emphasized the importance of travel agent partnerships, citing similar initiatives in 2023.
This year, Grecotel will also host the Gold Travel Counsellors conference in Crete in June and the Elegant Resorts managers’ conference in October. The Designer Travel Academy recently took place in Crete, with additional fam trips scheduled for May, June, September, and October.
Sinis highlighted the UK market’s significance, noting a 120% growth over the past three years and a 35% increase this year. “The UK is now the leading market for Grecotel and the highest in growth,” he said, predicting another successful year for the company and for Greece.
Grecotel is expanding its UK team, having hired Liz Shaw for the north and Yiannis Ioannou for London and the south. The group plans to hire a marketing-focused individual as it signs over 40 marketing contracts with travel agents and tour operators.
Continuing its “new era of renovations,” Grecotel has completed work at Cape Sounio in the Athenian Riviera and added luxury accommodation to Grecotel Corfu Imperial. The group is particularly keen to promote its new Athens addition, The Dolli, as one of the city’s most exclusive hotels.
Agents interested in attending Grecotel’s UK events with TTG Luxury should contact April Hutchinson.
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